Email has been a core element in the marketer’s arsenal for decades, and that’s for one simple reason: it has the capacity to bring about results.
A staggering 281 billion emails are estimated to be sent every single day, many of which are junk, so you need to ensure that your campaigns stand out to the right people and encourage them to take an action of some kind.
So, with that in mind, what do you need to do to execute a successful marketing campaign? What steps do you need to take, and what little tips can bring about the results you are looking for?
1. Target the right people
Absolutely central to every successful email campaign is ensuring that whatever you are sending ends up reaching the right people. It is far better to have a targeted list of 100 people that are actually likely to make a purchase than 10,000 people who don’t know what your business does and, ultimately, don’t care. The best way of doing this is to entice website visitors to give you their email address, either in the form of an enquiry or by subscribing to a newsletter, because these people have already taken the time to learn more about what you do and clearly want to learn more.
2. Have goals and metrics
What do you actually want your email campaign to achieve? Do you want to increase the number of people following your social media accounts? Do you want greater levels of consumer data? Do you want to sell a very specific product or service? Do you want to re-engage people that have signed up for a newsletter but haven’t been active for a while? By knowing this you can tailor your content and reach people in a way they will value and appreciate. Also, by having metrics in place, you will be able to see how effective your email campaign is, and you can then modify it if it is performing below standards.
3. Utilise the power of technology
Utilising technology in your email marketing campaign can involve using an email marketing agency to help you integrate WordPress into your emails, automate your email sending times and harness websites and software to give you detailed analytics and insights around how your campaigns are performing. This could, ultimately, be the difference between a successful campaign and one that simply wasn’t worth your time.